I基于营销的手机网游发展情况--以王者荣耀为例摘要在今天这个网络迅速发展的时代，网络游戏产业是目前互联网最有前景也最有发展力的创业领域，很多新的力量被注入手游市场，使得这一产业充满竞争和生机。相较于国外的手游产业，咱们国内自己的手游起步算是很晚。但是我们的手游产业自兴起以来就发展很快，处于井喷式。井喷式发展的背后不得不说是源自激烈的市场竞争，是竞争推动了我国手游的快速发展。本文将结合市场营销分析常规理论以及游戏产业发展的产业概述和相关理论综述，明确本次课题的研究内容和研究目标。接着通过对有代表性的成功手机网游产品《王者荣耀》进行标杆分析，2016年到2017年，最燃最火的手游是《王者荣耀》，因为不同类型的玩家都通过这款手游得到了想要的快乐。这样的结果对营销者来说是最好的，他们从中得到了巨额经济效益，也赢得了社会和口碑的效益。《王者荣耀》在2016年就给腾讯赚了68亿。分析这款手游的成功营销策略，能够发现未来网游行业的发展思路。从产品价格和促销渠道以及支撑保障等方面来分析，这款手游的营销智慧与营销不足都对其他企业的营销有很大帮助。关键词：网络游戏,王者荣耀,营销IIAbstractIntoday'seraofrapiddevelopmentoftheInternet,theonlinegameindustryisthemostpromisingandpowerfulentrepreneurshipfieldoftheInternet.Manynewforceshavebeeninjectedintothemobilemarket,whichmakestheindustryfullofcompetitionandvitality.Comparedwiththeforeignhand-travelindustry,ourownhand-travelstartedverylateinChina.Butourhand-travelindustryhasdevelopedrapidlysinceitsrise,andisinblowoutmode.Behindtheblowoutdevelopment,ithastobesaidthatitoriginatesfromthefiercemarketcompetition,whichpromotestherapiddevelopmentofhandtravelinChina.Thispaperwillcombinetheconventionaltheoryofmarketinganalysisandtheindustryoverviewofthedevelopmentofthegameindustryandrelatedtheoryoverview,toclarifytheresearchcontentandresearchobjectivesofthistopic.Then,throughbenchmarkinganalysisoftherepresentativesuccessfulmobileonlinegameproduct"King'sGlory",from2016to2017,themostpopularmobilegameis"King'sGlory",becausedifferenttypesofplayersgetthedesiredhappinessthroughthismobilegame.Suchresultsarethebestformarketers,whohavegainedhugeeconomicbenefits,aswellassocialandword-of-mouthbenefits."GloryoftheKing"earnedTencent6.8billionyuanin2016.Byanalyzingthesuccessfulmarketingstrategyofthiskindofhandgames,wecanfindoutthedevelopmentideasofthefutureonlineparadeindustry.Fromtheanalysisofproductprice,promotionchannelsandsupportguarantee,themarketingwisdomandinadequacyofthiskindofhandtourareofgreathelptootherenterprises'marketing.Keywords:onlinegames,kingglory,marketingIII目录...................................................................1.....................................................1.....................................................1.............................................................1.........................................................2.............................................................3.............................................................3.................................................................3.......................................................3...................................................3...................................................4.................................................4.................................................5.....................................................5.....................................................5.............................................6........................
